Can marketers “buy” buzz? Yes, sort of!
A group of my Nielsen colleagues from BuzzMetrics (where I work), BASES and ACNielsen released this week an experimental study seeking to understand the relationship among online buzz, media spend and actual sales during product launches in the consumer packaged goods (CPG) category.
The result? Marketing strategies that separate advertising and paid media from pure word-of-mouth tactics can be severely misguided. In fact, high blog interest, or buzz, around new product launches is very tightly linked to paid media spending.
While I rarely address my direct work in this column, I’m going to break the rule just this once to chime in on this work, which evaluated across several subcategories nearly 80 new CPG products launched in the U.S. between 2005 and 2006. Here are highlights:
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While this work prompted more questions than answers, it confirms the inextricable link between traditional marketing strategies and word-of-mouth, or buzz. Let’s be honest: while traditional marketing and media models have been slowly eroding and mutating, there’s been a lot of hype around standalone “alternative” strategies attempting massive viral dispersion and reach, often positioned as a valid replacement for traditional media. But the fact is that traditional media strategies are not dead, and buzz tactics can’t necessarily live on their own in a vacuum. Neither is right or wrong, but they are both part of a complex communications and customer landscape. The exposed linkages in this work underscore the critical need for smart, holistic communications planning, coupled with seamless, integrated execution and comprehensive effectiveness measures.
But this work also points out opportunities high up the brand value chain. My colleague Kate Niederhoffer, one of the study’s authors, said, “The CPG industry should challenge itself to bring more innovative products to market, cultivated with more innovative marketing -- the buzz will follow.” She correctly noted that while CPG products are often presumed “everyday” items, lacking in distinction and therefore propensity for buzz, there are some exceptions to the rule, as evidenced by brands like Red Bull, Altoids, Crystal Pepsi and Viagra.
I hope this work prompts more foundational work across our industry. Advertisers need more insight into the linkage among marketing, media, consumer behaviors and expression, influence and sales. And among the practitioners, I hope to see more marketing and communications informed by these emerging principles in this new age of buzz and consumer-generated media.